Sana Living are registered NDIS housing providers, offering support to participants who want to explore their eligibility for NDIS homes. They provide a range of specialist disability accommodation options throughout WA, SA and QLD.
Sana Living engaged White Chalk Road in December 2020, with the objective of growing their business through a strategic online marketing campaign. Results focused, they were seeking a partner with the industry expertise and proactive approach required to drive conversions – and in turn their ROI.
The challenge was to build their online presence and increase web traffic and enquiries via a website which was poorly optimised and severely lacking in content.
Following a comprehensive brand, market and competitor analysis, White Chalk Road devised a structured web marketing plan for Sana Living, which included both Search Engine Optimisation (SEO) and Google Ads advertising.
We recommended placing focus on both channels, as SEO is a fantastic long-term investment strategy to grow traffic organically, while Google Ads generates an instant lead stream.
Results would be measured through organic and paid search web traffic and conversion figures, as well as organic keyword visibility.
We performed a comprehensive SEO audit of Sana Living’s website. From this audit, we identified a series of recommendations to improve the website and bring it up to SEO standards.
Working with Sana Living’s web development team, we implemented key changes to increase site speed, improve SEO optimisation, boost user experience and drive conversions.
The lack of content on the Sana Living website was not only an issue from an SEO perspective, but it also made it difficult for their clients to engage with the business.
White Chalk Road completed a full keyword research to identify the most suitable keywords to push with SEO. We then developed a new site structure that would align with the keyword strategy and also help to improve the user journey.
With a focus on conversion rate optimisation (CRO), we created several new web pages of well-optimised, keyword-rich SEO content that provided reliable and appealing information to site visitors.
White Chalk Road set up multiple search campaigns for Sana Living to target specific keywords and geographic locations. We also created a Display campaign as a brand awareness exercise when Sana Living expanded into SA and QLD.
Our objective was to generate a continuous supply of qualified leads and reduce the cost-per-conversion, thereby improving the client’s ROI.
Through ongoing optimisation, White Chalk Road continues to achieve fantastic results for the NDIS provider.
Sana Living has experienced fantastic results across a number of metrics. Organic keyword rankings have improved hugely, resulting in a 116% increase in organic users and a 135% increase in organic conversions.
Furthermore, total traffic (users from all sources) has grown by 102%, while the overall conversion rate has improved by 41%.
Cindy Parsons, Marketing Manager
